An eco-friendly, design-conscious cleaning brand is set to introduce style to the cleaning aisle.

Method is a Californian range that elevates liquid scrubbers and scourers from under the sink to counter-top accessories using trendy packaging and a quirky strapline - 'People against Dirty'.

It uses premium formulations that are socially and environmentally sound. Natural surfactants absorb dirt rather than degrade it. They contain only biodegradable ingredients from natural materials such as soy, coconut and palm oils, and are not animal-tested. Fragrances include lavender, cucumber and pink grapefruit.

Sixteen Waitrose stores already sell the range, which includes all-purpose sprays, bathroom cleaners and hand washes along with some more unusual products such as a granite work-top cleaner and aroma soy candles. Laundry liquid and air fresheners sold in the States could be launched later.

Tesco and Sainsbury's have also listed some lines.

With a price tag of £3.50 to £4 each, Method is double the cost of most standard cleaners. Chief of retail health UK, David Francis, said its target consumer of 'progressive domestics' would be willing to pay this.

"It's about a lifestyle, image and emotion," he said. "Our core consumer is an environmentally-conscious ABC1. A lot are new mothers."

An advocacy scheme that signs up consumers online to test products and fill in questionnaires will be used rather than advertising to promote the brand, along with direct marketing encouraging consumers to 'detox your home'.

"We want customers to buy into the brand completely and are looking for fewer people who will buy a lot of the range," said Francis.

Method follows in the footsteps of eco-friendly brands such as Ecover, Ozkleen and, most recently, Squeeki Clean and boasts that the all-purpose liquid is so clean it can be drunk.

It has now started production in the UK to reduce the carbon footprint created by shipping from the US and is also looking for manufacturing partners.